July 7, 2026
fotosedrik/Depositphotos.com
Are Retailers Doing Enough To Serve the Needs and Desires of Shoppers Facing Disabilities?
Retailers have, over the years, improved their operations to make things easier (and more attractive) for U.S. consumers facing disabilities to shop with them. Historically speaking, as Fable noted, in 1984 Jane Snowball — an elderly woman with mobility concerns — was able to place the first-ever online order, including eggs, corn flakes, and margarine.
Now, in a recent research paper produced by Disability:IN in conjunction with the American Institutes for Research (AIR), the topic of how retailers might better serve the needs and desires of American consumers with disabilities was thoroughly examined. For starters, the reports author’s suggested that the disability consumer market is currently worth an estimated $675 billion — a significant uptick from the $490 billion in valuation less than a decade ago, in 2018.
“People with disabilities represent a powerful segment of the marketplace, with significant opportunity for business performance,” AIR’s Kathleen Murphy, lead author and Managing Researcher, said in a press release.
“In many states, a significant share of this population has discretionary income, giving companies a clear path to expand their reach, capture new demand, and drive sustained growth,” she added.
There were several top-line results highlighted, including:
- Disposable income for Americans with disabilities hits $40,000 annually: The average disposable income for U.S. shoppers facing disabilities was registered at an estimated $40,000 annually, as compared to $68,000 for consumers without a disability. However, the report authors argue that Americans with disabilities are making strides in the labor market, and that increased purchasing power will result.
- Discretionary income (not disposable) totals $107 billion annually for disabled Americans, particularly a certain subset: Americans with disabilities hold a collective $107 billion in annual discretionary income — differentiated from disposable income as the portion of cash left over following taxes, necessary expenses, food, housing, and utilities were covered off. The top 10% of working-age disabled Americans represent the bulk of this, with this cohort holding about $40,000 in discretionary spending power on a yearly basis.
- However, there’s still a gap to close in terms of equity or social justice concerns: “Only 1 in 10 working age adults with disabilities have discretionary income after taxes and essentials. By comparison, 1 in 4 working age adults without disabilities have discretionary income,” the report’s authors underscored.
How Might Retailers Improve Their Product Development and Broader Market Strategy To Attract the Attention of Americans With Disabilities?
Describing the disability consumer market as underserved, the study authors suggested a variety of capitalization strategies that would be reciprocally beneficial for brands and retailers as well as disabled U.S. consumers.
The first thrust spoke to developing products aimed at the disability community that actually produced broader market interest, with this method being labelled “proven” and examples given: audiobooks, electric toothbrushes, TV closed-captioning, and voice command or dictation integration.
The second zeroed in on leaning into accessible everyday products that would be part of an overall inclusivity strategy — a go-to-market play that included both disabled consumers and those without disabilities with the aim of becoming a “brand of choice” across both demographics.
“This report further validates a massive and growing market driven by people with disabilities, and the important and powerful role they play in consumer spending, despite consistently being overlooked. Investors, particularly those in venture capital, have been slow to recognize the incredible financial opportunity and overall positive economic and social impacts of investing in this space,” said Brittany Palmer, managing partner with Adaptation Ventures.
“That landscape is beginning to change as the products being developed not only show wide adoption by people with disabilities, but they have applicability to broader markets, a common phenomenon often referred to as the curb cut effect,” she added.
BrainTrust
Mark Ryski
Founder, CEO & Author, HeadCount Corporation
Anil Patel
Founder & CEO, HotWax Commerce
Georganne Bender
Principal, KIZER & BENDER Speaking
Recent Discussions
Discussion Questions
If you were to deliver one single piece of advice to retailers, large and small, to better serve the needs and desires of shoppers with disabilities, what would it be? What are the headwinds and upsides?
Do you believe that American retailers/brands are doing a good, adequate, or poor job of addressing shoppers with disabilities in the current context? What structural shifts are posing the biggest hurdles? What can be done?
Which brand or retailer would you highlight as doing exceptionally well on this score? Conversely, which retailer or brand is missing the most opportunity?
Poll
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My advice to retailers is, don’t underestimate this market opportunity. As noted in the article, the market is sizable enough to be attractive to any retailer that chooses to be intentional about serving this largely under-served market. In addition to people with disabilities, I would also include the significant senior citizen cohort who would also appreciate products/services designed for their needs. Retailers interested in exploring this should seek out insight from disabled shoppers who are current customers to truly understand their needs and to formulate offerings that would be well received. One good example is Goodwill in Alberta Canada that introduced a ‘quiet hour’ of shopping exclusively for people with sensory sensitivities. While every retailer will need to approach this individually, it starts by appreciating that the market exists. And it’s not just about generating short term sales – I suspect that these shoppers will be especially loyal to any retailer that consider their needs.
Most of this report is couched in economic terms, which would lead one to believe the “proper” answer here is they should accomodate to the extent that it is profitable. OK. But then a plot twist is thown in: “equity and social justice concerns” …which by being broken out separately seems to suggest this is not just an economic issue (or to put it rather crudely: they should accomodate in ways that will lose money, because it’s the “right thing to do”.) Until those who address this topic are willing to give the same answer in public that they mutter in private, we’ll not resolve an open ended concept like enough.
Retailers will always be able do more to address navigational and practical needs for disabled customers. If retailers haven’t yet, a good place to start is engaging with customers, in how they see shopping the store now, how things look and work from their vantage point, and what challenges can be improved upon. That’s not only an exercise benefiting disabled customers, it’s for all customers.
This is one of those recurring topics that gets a lot of attention, then quietly fades into the background. It shouldn’t; it deserves to stay front and center.
Specialized carts are a great start, but retailers can do so much more. How about placing merchandise within easy reach? Having associates on the sales floor who proactively help customers retrieve items before they’re forced to ask? Or improving lighting so shoppers with vision challenges can see products more clearly?
As Mark Ryski pointed out, many of the changes that make shopping easier for customers with disabilities also make shopping easier for older adults. Better accessibility isn’t just good customer service, it’s good retail.
Retailers should not think about accessibility only as compliance or accommodation. At its core, this is about whether customers feel welcomed, respected, and able to shop with dignity. Shoppers with disabilities are not asking for a separate experience. They are asking for the same basic things every shopper expects: clear information, easy navigation, helpful service, and fewer moments where the burden is placed on them to figure things out.
The real test is the full shopping journey. A store may have the right physical access, but the experience can still fall short if product information is unclear, checkout is difficult or staff are unsure how to help. Retailers need to design accessibility into store operations, eCommerce, service, delivery, and returns, not treat it as a final layer added after everything else is built.
Quiet store hour(s) is where I see this showing up most often in my feed recently. Sephora announced quiet hours just last week to provide neurodivergent customers a lowkey shopping experience. This follows a move that Walmart made to do this in all of its stores several years ago. This includes lowered in-store music volume, dimmed lighting and displays, and minimizing stronger scents. I’ll be interested to hear how you do that last part in Sephora.
I’ve even read that Chuck E. Cheese has quiet hours to serve those same customers.
In 2025, retailers including Walmart, Sam’s Club, Starbucks, and CVS Health teamed up with the AAPD (American Association of People with Disabilities) to create the Access Coalition focused on developing more inclusive places. This signals that more and more retailers understand the need to better serve all customers with disabilities in a way that they don’t today. This may not become visible in-stores immediately, but the work is underway to deliver more inclusive environments because it’s becoming clear that this presents an important opportunity.
Similar to the story on cultural sensitivity that we covered the other week, a lot of this comes down to listening to those who are disabled and finding ways to meet their needs. Even better, ensuring that those with disabilities are represented in decision making within retailers.
One example I’ve really admired is Currys’ partnership with WelcoMe, which allows customers to share their accessibility requirements before arriving in store. That gives colleagues time to prepare, personalise the experience and welcome customers with confidence rather than uncertainty. It’s a fantastic example of using technology to support human service and not replace it.
For me, this is where the industry needs to shift its thinking. Accessibility isn’t a separate initiative; it’s simply great customer experience!
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My advice to retailers is, don’t underestimate this market opportunity. As noted in the article, the market is sizable enough to be attractive to any retailer that chooses to be intentional about serving this largely under-served market. In addition to people with disabilities, I would also include the significant senior citizen cohort who would also appreciate products/services designed for their needs. Retailers interested in exploring this should seek out insight from disabled shoppers who are current customers to truly understand their needs and to formulate offerings that would be well received. One good example is Goodwill in Alberta Canada that introduced a ‘quiet hour’ of shopping exclusively for people with sensory sensitivities. While every retailer will need to approach this individually, it starts by appreciating that the market exists. And it’s not just about generating short term sales – I suspect that these shoppers will be especially loyal to any retailer that consider their needs.
Most of this report is couched in economic terms, which would lead one to believe the “proper” answer here is they should accomodate to the extent that it is profitable. OK. But then a plot twist is thown in: “equity and social justice concerns” …which by being broken out separately seems to suggest this is not just an economic issue (or to put it rather crudely: they should accomodate in ways that will lose money, because it’s the “right thing to do”.) Until those who address this topic are willing to give the same answer in public that they mutter in private, we’ll not resolve an open ended concept like enough.
Retailers will always be able do more to address navigational and practical needs for disabled customers. If retailers haven’t yet, a good place to start is engaging with customers, in how they see shopping the store now, how things look and work from their vantage point, and what challenges can be improved upon. That’s not only an exercise benefiting disabled customers, it’s for all customers.
This is one of those recurring topics that gets a lot of attention, then quietly fades into the background. It shouldn’t; it deserves to stay front and center.
Specialized carts are a great start, but retailers can do so much more. How about placing merchandise within easy reach? Having associates on the sales floor who proactively help customers retrieve items before they’re forced to ask? Or improving lighting so shoppers with vision challenges can see products more clearly?
As Mark Ryski pointed out, many of the changes that make shopping easier for customers with disabilities also make shopping easier for older adults. Better accessibility isn’t just good customer service, it’s good retail.
Retailers should not think about accessibility only as compliance or accommodation. At its core, this is about whether customers feel welcomed, respected, and able to shop with dignity. Shoppers with disabilities are not asking for a separate experience. They are asking for the same basic things every shopper expects: clear information, easy navigation, helpful service, and fewer moments where the burden is placed on them to figure things out.
The real test is the full shopping journey. A store may have the right physical access, but the experience can still fall short if product information is unclear, checkout is difficult or staff are unsure how to help. Retailers need to design accessibility into store operations, eCommerce, service, delivery, and returns, not treat it as a final layer added after everything else is built.
Quiet store hour(s) is where I see this showing up most often in my feed recently. Sephora announced quiet hours just last week to provide neurodivergent customers a lowkey shopping experience. This follows a move that Walmart made to do this in all of its stores several years ago. This includes lowered in-store music volume, dimmed lighting and displays, and minimizing stronger scents. I’ll be interested to hear how you do that last part in Sephora.
I’ve even read that Chuck E. Cheese has quiet hours to serve those same customers.
In 2025, retailers including Walmart, Sam’s Club, Starbucks, and CVS Health teamed up with the AAPD (American Association of People with Disabilities) to create the Access Coalition focused on developing more inclusive places. This signals that more and more retailers understand the need to better serve all customers with disabilities in a way that they don’t today. This may not become visible in-stores immediately, but the work is underway to deliver more inclusive environments because it’s becoming clear that this presents an important opportunity.
Similar to the story on cultural sensitivity that we covered the other week, a lot of this comes down to listening to those who are disabled and finding ways to meet their needs. Even better, ensuring that those with disabilities are represented in decision making within retailers.
One example I’ve really admired is Currys’ partnership with WelcoMe, which allows customers to share their accessibility requirements before arriving in store. That gives colleagues time to prepare, personalise the experience and welcome customers with confidence rather than uncertainty. It’s a fantastic example of using technology to support human service and not replace it.
For me, this is where the industry needs to shift its thinking. Accessibility isn’t a separate initiative; it’s simply great customer experience!